Hailey Rowe is a Marketing & Sales Coach, Strategist, & Linkedin Lead Generation Service Provider.

She helps Coaches book clients, develop their no brainer offers, & grow their online audience without social media overwhelm. She shares her F.A.S.T. framework, marketing, and business tips on her Health Coach Nation Podcast (Top 1.5% on ListenNotes) & in her FREE Marketing Hub Facebook Group. 

She’s been named as one of the Top 25 Coaches in Chicago (Chicago Entrepreneur Magazine) & one of the Top 6 business podcasts for health coaches (Primal Health Coach Institute). Since 2010, Hailey has worked in the coaching industry & in business development/marketing for startups. 

In this video we are going to go over the 10 big website sales pages/ copywriting mistakes costing you sales. Let’s dive in!

1. Before you design your sales page, lay things out in a Google Doc

Have a plan of the different sections you want and make sure you’re covering the important parts of a sales page. Figure out what your market needs and what does your target audiences’ language. Design shouldn’t come before the copy. Don’t rush into it before double checking how strong is your marketing language, how clear are you on your offer, etc.

2. Don’t use misaligned language

You might think your audience should want to have healthy habits if you are a health coach, but is that how they describe what they want and need? Is that the words they would use if they want to pay a health coach. If you did a coaching certification program, do you have practice clients? Use their words. Maybe you have testimonials – those are GREAT! If you don’t have those go to a Facebook group or online forum where people are posting questions and problems.

Vague language won’t convert “get healthy”, “have more energy”, isn’t what will get them to pay you money.

3. Have a CTA above the fold

Before they have to scroll down, you should have a call to action and a button. Within the first 3 seconds the user should know what you do, what you’re selling them, and what is the action they should take.

4. Have a sense of urgency

It doesn’t need to be a time-sensitive discount, but we have to define why should someone do this NOW with you as opposed to waiting and why have they been waiting in the past and how can that change. For the people who have tried multiple things, they may be jaded and you need to address those objections. Why should they not try some things by themselves.

5. What makes your program different – let them know

You need to show your differentiator. Do you do it faster? Let them know! This could be a whole section that features how you are different or maybe a few testimonials explaining how you got them the result.

6. Don’t forget that social proof

Get those testimonials!

7. Feature testimonials or what you do in different ways.

Make sure the way you communicate your message is shown in different ways. So rather than just text blocks, a video that shares the FAQs, photos, graphs, a visual showing the roadmap of the program, etc. You want to show and not just tell.

8. Avoid hard-to-read fonts

Super small fonts or cursive fonts that are hard to read are going to be an easy “no thank you” for the reader. Chunky paragraphs also don’t look good.

9. Clear structure that divides the sections easily

Not having clear structure is very confusing for the reader. When it is all white background and text blocks, it will blend together. Am I in the FAQ section? Am I in the benefits section? They won’t be able to tell if it all looks the same.

10. Get proof of concept before getting a fancy website

Get a few clients before you invest in a website or sales page. Long term you should have a sales page (not only is it good for SEO, but it also helps showcase you and your branding), but when you’re starting out, a Google Doc will work just fine.

Need a sales page done QUICKLY? Get a professionally designed Showit or Squarespace Website Sales Page done in a DAY!

Question & Answer

What are your thoughts on testimonial videos?

I love them and have them on my website. That being said, when you ask them for a video, give them some parameters because you want them to get to the point quickly. Ask for a 2 minute video, vertical (or horizontal), with prompts if they need inspiration, and ask what were your tangible wins were, or what would you say with someone hesitating to reach out to me.

Have you seen a pivot in sales pages becoming shorter?

Yes, but it also depends on the target audience. My clients in the reiki/ healing world their sales pages tend to be longer compared to audience of busy mompreneurs their pages tend to be shorter with no BS. That being said, our attention spans are getting shorter because people are having less attention spans especially the younger generations.

Have you seen any sales pages with a video at the top that explains everything below?

Videos on your page tend to convert better because there are people who just want to listen to the gist, however that shouldn’t be the only thing on there because some people will want ALL the details.

Any final thoughts?

Once you make an outline of your sales page, take a break and come back to it and read it as if you’re a stranger to you and get rid of the jargon or “coach speak” like ‘cognitive behavioral therapy’. Also have strangers read it and ask if they understand what you’re saying.

Once you have a website or page your job is to send traffic to it. Whether that is through SEO strategies, or ads, or organic marketing, you need to be doing this. Hailey has a freebie for you that teaches you how to get clients landed on your website!

Mentioned in the video

4 Steps of Client Attraction Without Social Media Overwhelm Playbook & Class!

Join Hailey’s Facebook Group >> JOIN HERE!

Health Coach Nation Podcast >> LISTEN NOW!